Take A Walk On The Other Side

All too often, we (multifamily leasing professionals) come to work eager to score some money by convincing a prospective resident to live at the community.  We show a prospect the community amenities, walk through the prettiest pathway to the apartment, and allow the prospect to roam through the home trying to figure how his or her life will fit in.  We then take the prospect back to the leasing office and ask for the deposit down on a smashing new home.  The meeting ends, sometimes with a promise from the prospect to return with the application.  The prospect leaves only to repeat the scenes at another community.  Did we satisfy the fundamental desire for wanting an apartment home?  Have we truly taken the time to walk on the other side?

I recently relocated from the east coast to the American West.  So, I started apartment hunting for a home my family and I could be comfortable in and start our lives in Denver.  I thought I had an idea of what I was getting into.  Was I ever surprised! 

I had it all planned:  my preferred place to live, my preferred rent amount, and my preferred apartment.  I headed out to find my home in Denver.  For three days I was apartment hunting and I realized that nothing was going according to my "preferred" plan.  I became frustrated and hopeless annoyance started to set in.  I could not believe that this was happening.  I was in the industry and I thought I had all the tools at my disposal.  I looked at about ten apartment homes and either the prices were not working, or my furniture would not fit or the community was not in the desired school district.  My car was filled with colorful, elegant pamphlets and brochures from the communities I visited.  So this is what it felt like to be on the ‘other side'.

I started looking at my experience as a lesson in compassion towards a perspective renter.  As I regrouped and took this adventure as a learning tool, I started to evaluate leasing professionals not because I had to do it as part of the job, but, truly from a renter's perspective.  I returned to some of the communities and toured with different leasing professionals.  While some of them were thorough and convincing, others failed to connect with my needs and preferences.  In total, I went on about twelve (12) apartment tours and I received two (2) phone calls and no emails or notes in the mail thanking me for visiting the communities.  I was stunned.  I know we all get busy from time to time.  However, leasing is all about relationship building and reaching out to the consumer.  In my opinion, follow up is a must.  A huge part of renting an apartment has to do with how a renter connects with the leasing professional.  A renter needs to know that his or her needs are important to the leasing professional as well.

I was truly inspired by these actions to write this blog.  We are always learning.  I learn a lot from my renters and prospects.  I build relationships in hope that I can retain them as renters or perhaps they can refer another renter to my community.  As leasing professionals we need to take ownership in our community and our residents and potential residents.  We treat them as we would like to be treated.  

I can say that I have walked the path as a renter.  As educated as I was about the industry, I was still overwhelmed by the different communities and what they offered.  Trying to make the right decision to suit my family's lifestyle was hard.  Yet, the experiment helped me to understand my consumers better.  I would ask leasing professionals to walk a day in a renter's footsteps if you have not already.   Be encouraged to help renters as they need to be helped and the rewards, monetary and personal, will be yours as well.